Behavior Activation in Journeys

Copy

• Copy for LLM

  Copy page as Markdown for LLMs
• View as Markdown

  Open this page as Markdown
• Open in ChatGPT

  Get insights from ChatGPT
• Open in Claude

  Get insights from Claude
• Connect to Cursor

  Install MCP server on Cursor
• Connect to VS Code

  Install MCP server on VS Code

Behavior data of customers can be highly valuable for marketing, sales, engagement, or any customer experience (CX) campaigns. For example: personalization of email content, product or service recommendations based on a customer’s past behavior or creating reports based on customer behavior data. General benefits of using Behavior Activation are as follows:

• Harness power of behavior data in campaigns such as personalization.
• Reduce workarounds that convert behavior data into attributes, for activation.
• Decide during a campaign which behavior data to activate.
• Removes or reduces dependency of business teams such as marketers on data engineers or IT teams.

For full information about behavior data and Behavior Activation use cases, see Behavior Activation Overview.

• Behavior Activation in Journeys Overview
• Behavior Activation in Journeys Examples
• Sample Data
• Sample Journey 1
• Sample Journey 2
• Sample Journey 3

Behavior Activation in Journeys Overview

Configuring a behavior table and its settings in Journeys is identical to batch segment configuration. The following functionality applies specifically to Behavior Activation in Journeys:

• In the activation modal, behavior tables available for selection must be configured in the criteria rules of the preceding event path.
• To determine the activated behavior data, Behavior Activation filters the behavior data of the qualifying profiles based on the behavior rules from the preceding event path in the activation.
  • To include filters from earlier event paths, add that behavior filter to the preceding path rules.
• After Merge step: If a profile qualifies for a merge but their behavior data does not meet the rules and output settings, their attributes will be included but behaviors will be activated as null.

Behavior Activation in Journeys Examples

Sample Data

Attributes:

Opportunities (Behavior table):

Weblog (Behavior table):

Contact Event (Behavior table):

Sample Journey 1

Journey paths that filter on the same behavior column in the same table : Profiles that have purchased Product A, then Product B.

1. Entry Criteria: Profiles that have purchased Product A

• Rules:

• Qualifying profiles:

  • Profiles that have purchased Product A: Mav (id_1), Fred (id_2), John (id_3), Mary (id_5)

2. Activation:

• Output settings (Behavior Columns): Source Table = Opportunities
• Result

3. Wait: 2 days interval between events

4. Decision point: Profiles that have purchased Product B

• Rules

• Qualifying profiles that move to step 4. Decision point:

  • Profiles that have purchased Product A and Product B: Mav (id_1), John (id_3), Mary (id_5)

5. Activation:

• Result
  • Output settings (Behavior Columns): Source Table = Opportunities
    • Only behavior records where product = Product B will be exported.
      • If you want Product A behaviors of the qualifying profiles exported, alter rules in preceding event path rules (Step 4).

Sample Journey 2

Journey paths that filter on different behavior columns in the same table : Profiles that have purchased Product A, then purchased an item with an Amount > 10.

1-3. Same as Sample Journey 1. The profiles that reach 4. Decision point will be the same – Mav (id_1), Fred (id_2), John (id_3), Mary (id_5).

4. Decision point: Profiles that have purchased Product B

• Rules

• Qualifying profiles that move to step 4. Decision point:
  • Profiles that have ‘Product A’ and ‘Amount > 10’ as behaviors: Mav (id_1), John (id_3), Mary (id_5).

5. Activation:

• Result
  • Output settings (Behavior Columns): Source Table = Opportunities
    • Only behavior records where ‘amount > greater than 10’ will be exported, this includes Product A and B.
      • If you only want behavior records of the qualifying profiles where ‘Product A’ and ‘Amount > 10’, alter rules in preceding event path rules (Step 4).

Sample Journey 3

Journey paths merge different behavior tables: Profiles that have purchased Product A, then those that have attended a webinar or sent an email are then merged.

1-3. Same as Sample Journey 1. The profiles that reach 4. Decision point will be the same – Mav (id_1), Fred (id_2), John (id_3), Mary (id_5).

4a. Decision point: Profiles that have Attended Webinar

• Rules

• Qualifying profiles that move to step 4a. Decision point:

  • Profiles that have ‘Product A’ and ‘Attend Webinar’: Mav (id_1), Mary (id_5)

4b. Decision point: Profiles that have sent an email

• Rules

• Qualifying profiles that move to step 4b. Decision point:

  • Profiles that have 'Product A' and 'send email':John (id_3), Mav (id_1) will be in higher priority decision point - see How to Prioritize a Condition

5. Merge:

• Profiles that move to step 5. Merge:
  • Profiles that have purchased ‘Product A’ & (‘Attend Webinar’ or ‘send email’): Mav (id_1), John (id_3), Mary (id_5)

6. Activation:

• Result
  • Output settings: Attributes + Behavior Table = Weblog
  • Only behavior records where ‘action = send email’ will be exported. When activating attributes & behaviors, qualifying profiles whose behaviors do not fulfill preceding path rules will be exported as null.